PRIMARK'S relocation plans from the Chiltern's Shopping Centre has finally been confirmed.

The high-street fashion chain will be moving into the ground floor space of House of Fraser. 

The department store closed its doors in January this year having been in the Eden centre since 2008. The store had been under review since 2018 when House of Fraser fell into administration.

Buckinghamshire Council launched plans for three-part town centre regeneration, which sees Primark relocate from The Chilterns to occupy part of the former House of Fraser department store in the heart of Eden.

Bucks Free Press:

Customers can look forward to shopping a selection of Primark’s standout offers across clothing, kidswear, beauty, lifestyle and home.

The move comes as part of Primark’s commitment to revitalising the UK high street, pledging to spend £140m on new and relocated stores in the UK over the next two years.

Eden's Centre Director, Andrew Norton, said "This is fantastic news for High Wycombe. Primark is a leading international clothing retailer with a focus on affordable fashion, beauty and homeware.

"Moving to Eden will enable Primark to improve its presence in the town with more modern and convenient premises in a prime location.

"While we can't yet go into detail about the move, we're delighted to be able to announce that an agreement has been reached that will benefit our customers, High Wycombe, Eden and Primark.

"Demand for space in Eden amongst retail, leisure and food and beverage operators remains strong. We look forward to being able to offer more detail on the Primark move and other openings soon."

Primark UK Retail Director Kari Rodgers said: “We are thrilled to be relocating our High Wycombe store to the Eden Shopping Centre as part of our commitment to invest £140m into UK retail over the next two years.

“Thriving shopping districts benefit everyone and the store relocation will bring Primark closer to the town centre, bringing added convenience to our High Wycombe customers and giving them even more reasons to visit Eden.”